Sound Transit pilots new 'fare ambassador' program with focus on education, not enforcement

With three new link light rail stations in Seattle set to open next weekend, Sound Transit has taken steps to "reimagine" fare compliance by piloting a new fare ambassador program to replace enforcement officers on Link and Sounder trains.

The new ambassador program, which launched last week, grew out of passenger and community feedback which found "discomfort" that fare enforcement officers resembled law enforcement. Now, the ambassadors will wear bright yellow caps and carry yellow messenger bags to be easily identifiable and will focus on customer service and education rather than enforcement.

"Fare revenues are critical for operating a fast-expanding regional transit system that increases mobility and opportunities across the region, especially for populations that depend most on transit," said Sound Transit CEO Peter Rogoff in a news release. "It is critical that we foster a welcoming environment for every rider and ensure that transit is accessible and affordable for all."

The ambassadors will still enter trains from both ends of the car and use hand-held devices to check fares. But instead of focusing on enforcing payment and issuing fines, they will now assist passengers in purchasing cards and passes, including helping income-eligible riders get an ORCA LIFT card. Citations will not be issued during the pilot program.

"We want all passengers to feel comfortable asking Fare Ambassadors for assistance, whether they need help getting to their destination, or they’re having trouble purchasing fare," said Sound Transit Chief Passenger Experience and Innovation Officer Russ Arnold.

There was a significant reduction in fare revenue in 2020 as ridership dropped by 67% amid the COVID-19 pandemic. Across the entire Sound Transit system, fare revenue decline by 68% in 2020 to $30.6 million compared to fare revenues of $96.9 million in 2019. While enforcement was temporarily suspended amid COVID-19, fare evasion on the Link was 13% last year, according to the agency's revenue report, substantially higher than the 2019 evasion rate of 2.4%.

The new pilot program comes ahead of the opening of the new Northgate Link Extension, which will add 4.3 miles of new tracks and stations in the University District, Roosevelt and Northgate neighborhoods. The new expansion is set to open on Oct. 2.

With more expansions planned in the upcoming years, Sound Transit has started the process of rebranding link light rail lines with new names, numbers and colors. Taking effect over the weekend, the link is now called the 1 Line, colored green; the Tacoma Link is T Line, colored orange; and Sounder North is the N Line, and Sounder South is the S Line, both colored light blue. Riders can expect to see new signage in stations reflecting the change.

When the East Link extension launches in 2023, it will be named the 2 Line and colored bright blue. Future extensions will be the 3 (colored pink) and 4 (colored purple) lines.

"Now riders will have multiple ways to differentiate and remember our service lines: the primary number and letter, and accompanying brand names and colors where applicable," wrote Sound Transit.